Today you have a myriad of choices when it comes to determining the best ad channel for your business. From paid to free sources, it can be a challenge to decide which marketing platform is right for your company.

According to a report byMagna Research, 2017 was the year that digital advertising outpaced TV for the first time. Digital ad spending reached $209 billion worldwide taking a 41% share of the market, while TV advertising accounted for $178 billion with only 35% of the market in 2017. This drastic shift in advertising may indicate where you need to put your marketing dollars to use for the biggest ROI.

Council members offer advice on which ad channel is best for the year ahead.

1. Determine The Goal Of Your Campaign

First of all, ask yourself what the goal of your campaign is. Is it brand awareness or conversions? Facebook is amazing when it comes to conversions; you can get so granular on who you're targeting by using custom and lookalike audiences to ensure your ad is hitting the highest converting audience. Instagram is perfect for brand awareness and developing a visual feel for your product. - Brandon Lytle, Leadpages & Drip

2. Try Old-Fashioned Referrals

Referrals from current customers remain the lead source that will have the highest close ratio of all lead channels. The challenge for businesses today is to convert the old-school "word of mouth" referral into a digital referral. We find the best channels are via Facebook and Twitter where crowdsourcing is at its heaviest. - Jen Tadin, Gallagher

3. Opt For A More Subtle Approach

The rise of technology proves that electronic channels are key to reaching target audiences. Consumers today often educate themselves before entering the sales process, so they don't want to be "sold to" through hard-hitting ads. A more subtle approach, such as a personalized video email, demonstrates your commitment to buyers as individuals and encourages a positive relationship from the start. - Christian Valiulis, Automatic Payroll Systems

4. Decide Based On Target Audience

The best ad channel depends on your business and your target audience. For example, for one of my companies, the best ad channel is Google by leaps and bounds. Facebook is the best channel for many other businesses. Some companies are not allowed to advertise on Google or Facebook because of the industry they are in, and need to leverage lesser known platforms. - Adam Mendler, Custom Tobacco

5. Go "Over The Top"

Audiences will continue to shift viewership from traditional television to over-the-top (OTT) and connected TV devices. Technological advances have made it possible for advertisers to leverage first and third-party data to address audiences with the same granular targeting they’ve come to expect in other digital environments. Media buyers will see stronger ROI across these new screens and devices. - Sean Buckley, SpotX

6. Focus On Facebook

I believe Facebook is still the best overall ad channel to use. More people are consistently on Facebook than any other platform. Facebook also provides the richest tools and analytics for advertising. To be successful advertising on Facebook, you need to stay updated with Facebook algorithm changes and tweak your ads and page accordingly. - Elizabeth Pritchett, Center Point Business Solutions